Social media from the internal communication manager s perspective

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Swiss Internal Communication Conference and FEIEA Academy 2011 Social media a matter for internal communication? Concepts, projects, legal aspects and reality Thursday 5 th May 2011 10.30am 4.

Social media have been enthusiastically promoted by their advocates as a rapid means of informing and communicating, and also as a means of extending the reach of communication, of achieving

1 Swiss Internal Communication Conference and FEIEA Academy 2011 Social media a matter for internal communication? Concepts, projects, legal aspects and reality Thursday 5 th May am 4.45pm Technoparkstrasse 1, 8005 Zürich Near Zürich Hauptbahnhof (Zürich Central Station) Tram 13 and 4 to Escher-Wyss-Platz Station S-Bahn to Hardturm Station Social media in the general perception Social media have been enthusiastically promoted by their advocates as a rapid means of informing and communicating, and also as a means of extending the reach of communication, of achieving transparency, credibility and trust. A revolution in internal communication may even be imminent, given the concepts and possibilities of social media, because control points are bypassed and the normal sources of authority and hierarchical structures governing networks come under pressure or are removed altogether. Social media from the internal communication manager s perspective To see this merely as hype is to misunderstand social media. When even marketing is carried out through social media, chief communication officers or heads of internal communication need to know the technical, organisational or legal basis of this

2 example of Web 2.0. In particular, they need to know what opportunities and risks are wrapped up in it. They must also be clear about whether they want to take on a defensive social media strategy or a pro-active one. Thanks to Social Media, internal communication faces many potential changes. These powerful tools have the power to turn conventional organisational structures and hierarchies on their head rapidly and make lasting changes. So how should organisations respond? From theory to reality the focus of this year s Academy The key questions are: how do social media manifest themselves, what effects do they have on internal communication from an organisational or a legal perspective and what does it look like in practice? With that in mind, Svik and its European partner associations in FEIEA have developed this year s Academy so that you can examine and form your own opinions about these ideas, which are becoming increasingly influential in business planning. The Academy will present the general current state of social media with a particular focus on the way social media are deployed in internal communication, using practical examples from business and government. The key speakers will explore the fundamental questions about setting up special media systems, their implementation and costs, and will also consider the legal aspects. From themed demonstrations, presentations and case studies, three practical examples of social media in action will be introduced, from which Academy delegates will have time to visit two of them, according to their particular interest. The Academy will conclude with a provocative presentation of the current state of social media from the point of view of data protection, followed by what promises to be a lively, moderated discussion in which delegates will have plenty of questions. During the FEIEA Academy, from 10.30am-4.30pm on Thursday 5 May 2011, the Swiss Internal Communication Association (Svik) and FEIEA have invited experienced communication practitioners and experts from Switzerland and other European countries, to present their arguments plainly and simply on these questions. We also hope you will take this exceptional opportunity to have your say, too. Academy Programme 10.00am Registration, Morning refreshments, Exhibition In the Auditorium 10.30am Introduction by the President of Svik

3 10.40am 11.10am 11.40am 12.10pm Our firms would fall silent without IT. Would the same be true without social media? Fundamental thoughts of a business leader Hans Hess, President of the Swiss Mechanical, Engineering and Metal Industry Association (SwissMem), and President of Comet Holding AG What contribution do social media make to the development of businesses, particularly internal communication? The IT revolution is not over yet social media should be seen as an important stage in the journey Manfred Messmer, Messmer & Partner Public Relations AG, Basel Legal redress in a lawless territory how media- and workplacerelated law affects surfing on the Web 2.0 Franz A Zölch, Media Lawyer, Berne Internal communication through social media the benefits it brings, how it can be self-financing, and how to handle it corporately Dr Grit Mareike Ahlers, Managing Partner, Prof.Bruhn & Partner AG, Zurich We move to the Restaurant in the Technopark reception area 12.45pm Buffet lunch with drinks, Networking Themed demonstrations (specific locations as indicated on the day) 1.45pm First phase: Delegates visit the first of the two theme-platforms of their choice. They can choose from 1: Social media as an internal communication project How to go about setting up an efficient and successful social media project, using the example of an international bank which has to run its social media system in eight languages Michael Hafner, Project Manager, Erste Bank, Austria 2: Deploying social media for internal communication in a large organisation This themed demonstration deals with the planning, organisational and practical aspects of the day-to-day running of social media. Practical example from Swiss Post Gundekar Giebel, responsible for Post-Wide-Web, Swiss Post 3: Social media within the internal communication of a public authority This session considers the strategic and conceptual starting points when working with social media in public administration (for example, in local, city, district and regional government). Practical example from the Canton of Basel-City Dr Peter Haber, Department of Presidential Affairs, Canton of Basel-City

4 Isabelle Rihm, General Secretariat, Building & Traffic Department, Canton of Basel- City 2.30pm 3.00pm Coffee break Second phase Delegates visit their second chosen themed demonstration (see First phase for description of theme-platforms) We return to the Auditorium for the final sessions 3.50pm 4.20pm 4.40pm Social media and data protection The challenges of social media for the integrity of an organisation s data a data protection expert offers his perspective Hanspeter Thür, Swiss National Data Protection and Information Commissioner Moderated panel discussion with key speakers Closing remarks and end of the event Speaker line-up Photo key speaker 1 Photo key speaker 2 Photo key speaker 3 Photo key speaker 4 Photo key speaker 5 Photo theme speaker 1 Photo theme speaker 2 Photo theme speaker 3 Hans Hess, President of the Swiss Mechanical, Engineering and Metal Industry Association (SwissMem), and President of Comet Holding AG Manfred Messmer, Messmer & Partner Public Relations AG, Basel Franz A Zölch, Media Lawyer, Berne Dr. Grit Mareike Ahlers, Managing Partner, Prof. Bruhn & Partner AG, Zürich Hanspeter Thür, Swiss National Data Protection and Information Commissioner Michael Hafner, Project Manager, Erste Bank, Austria Gundekar Giebel, responsible for Post-Wide-Web, Swiss Post Dr Peter Haber, Department of Presidential Affairs, Canton of Basel-City and Isabelle Rihm, General Secretariat, Building & Traffic Department, Canton of Basel-City

5 Photo SVIK President Photo FEIEA President Daniel L. Ambühl, President, SVIK, Bern Steve Doswell, President, FEIEA Organisers The Swiss Internal Communication Association (SVIK) has been working for the development and professionalization of internal communication for over 65 years. Its 260 members from the public, private and non-profit sectors enjoy a current, growing and varied range of practice-orientated professional development opportunities, many offered on a regional basis. SVIK is also a regular participant in research activities. Run continuously since 1944, the SVIK professional conferences and the SVIK-Rating scheme for the evaluation of internal communication media are prominent examples of SVIK s annual offerings. The association is an active member of the European umbrella organisation, FEIEA. Since 1955, the Federation of European internal communication associations (FEIEA) has been pursuing its mission of connecting Europe s communicators. FEIEA is an independent, non-profit-making and voluntary organisation that provides a forum for co-operation among national member associations in 11 European countries. FEIEA aims to speak with a European voice on communication issues with the European Union (EU) and other pan-european organisations. FEIEA provides a network of professional and collegiate support for internal communicators. Each year, one of the member association hosts a conference with a distinct theme relevant to internal communication professionals throughout Europe. FEIEA is delighted to accept the generosity of SVIK in presenting the 2011 FEIEA Academy. Useful information Registration fees CHF 240 (Swiss Francs) for members of Svik and other FEIEA member associations and for FEIEA Individual Participants CHF 340 (Swiss Francs) for non-members. The registration fee covers participation in the whole event, including buffet lunch, morning and afternoon refreshments, and event documentation Registration: by no later than 25 th April Register online at or send a message to svik@bluewin.ch or by fax to Request for payment: bookings will be confirmed and an invoice for payment will be sent within 10 days of registration.

6 Cancellation: no charge will be made if a registration is cancelled before the invoice is issued. A charge of 50% of the total will be made for later cancellations. However, the registration may be transferred to another name without charge. If a registration is transferred from a member to a non-member, the CHF 100 difference in fee will be payable. Enquiries: (Post) Svik-Office, Postfach 576, CH-3000 Bern 7, Switzerland. ( ) svik@bluewin.ch (Phone) , (Fax) Evaluation: Following the conference, the organisers will invite participants to comment on various aspects of the event. Accommodation: Svik-Office will be happy to help if you wish to make a hotel booking before or after the event. Language: Each speaker will speak in her/her own mother tongue. An interpretation service in German, French or English will be available on request. Please indicate when registering if you will require this service, including the language required. There is no additional charge. Thank you. Translation service: XXXX Who is the Academy for? Internal communication managers, Chief Communication Officers, IT managers and practitioners, HR managers and practitioners, Marketing managers, PR consultants and practitioners, trade union representatives, professional sector journalists and anyone else with an interest in the present and future state and influence of social media on organisations Photography: Michael Stahl, Michael Stahl Photographic Studio Conference organisation: Daniel L. Ambühl, Praxis für Unternehmens- und Verwaltungskommunikation, Amthausgasse 22, 3011 Bern, Switzerland. Phone: daniel.ambuehl@bluewin.ch Sponsors Gassman Druck (printing and publishing) Other sponsors to be confirmed Further sponsorship requested (including foreign sponsors!) How to find the venue TECHNOPARK Zurich is located in the centre of Switzerland's largest metropolis, near the ETH Federal Institute of technology and University and within easy reach of Zurich's city and regional colleges.

7 There are excellent public transport links but very restricted parking fee charged. Arrival by public transport Tram (VBZ) No. 4 to Förrlibuck (then 4 minutes' walk to Technoparkstrasse, follow dashed lines across Escher Wyss site) Tram (VBZ) No. 4 or 13 to Escher Wyss Platz (then 8 minutes' walk to Technoparkstrasse, follow dashed lines along Hardstrasse / Pfingstweidstrasse) Bus (VBZ) No. 54 from Escher Wyss Platz or from Altstetten station to Technopark (then 2 minutes' walk to Technoparkstrasse, follow dashed lines) Bus (VBZ) No. 33 to Pfingstweidstrasse (then 4 minutes' walk to Technoparkstrasse, follow dashed lines) Bus (VBZ) No. 72 to Pfingstweidstrasse (then 4 minutes' walk to Technoparkstrasse, follow dashed lines) Suburban train S5 / S6 / S7 / S9 / S12 (all via Zurich main station), or various mainline trains via Zurich main station to Hardbrücke (then 8 minutes' walk to Technoparkstrasse, follow dashed lines along Hardstrasse). Arrival by car from St. Gallen / Flughafen: via Rosengartenstrasse, Escher-Wyss-Platz (Brücke), Hardturmstrasse, Förrlibuckstrasse, Duttweilerstrasse (Toni-Molkerei), Pfingstweidstrasse (continuous line), Technoparkstrasse (dashed line) from Berne or Basle: take Pfingstweidstrasse (continuous line), Technoparkstrasse (dashed line) from Lucerne / Chur: over Hardbrücke bridge, take Geroldstrasse exit to Pfingstweidstrasse (continuous line), Technoparkstrasse (dashed line) from Zurich city: via Escher Wyss Platz, Hardstrasse or Hardturmstrasse (continuous line) from Hardturm "Park and Ride": take tram (VBZ) No. 4 to Förrlibuckstrasse Ends/.

We would like to acknowledge the generous financial contributions from our sponsors: Alpla Inc., Arnall Golden Gregory LLP, Austrian Airlines, Blum

We would like to acknowledge the generous financial contributions from our sponsors: Alpla Inc., Arnall Golden Gregory LLP, Austrian Airlines, Blum Inc., ERSTE Group, Miba Bearings US LLC, Palfinger North